The Inbox is The Target for email marketers. If the email doesn’t make the Inbox, then no one can open it or click on all our wonderful pitches. Getting dumped in the Spam or Junk folder can be a death sentence for your email marketing. There is a taint of suspicion to legitimate email that ends up in Junk or Spam folders. Is the email real or an exceptionally good phishing attempt? Is the sender spammy and not to be trusted? It leaves unanswered questions to your recipients.
Best Practices for making the Inbox
To achieve Inbox Placement, you need to develop an email marketing strategy based upon relevance, supplemented by good technology. The days of scatter shot email are gone. Emails must be tailored…
- Target your Marketing to a Specific Persona – Know who you are communicating with. Too often email is used to attempt engaging a broad audience and fails miserably.
- Have a Clear Objective – What is your goal? Engagement, a sale, a return to the shopping cart, the store, the site, a whitepaper, etc.?
- Use Engaging Subject Lines – Do not be generic. Avoid “we have a sale” unless you are targeting bargain shoppers.
- Make the Content Relevant and Interesting – How many emails do you receive every day that are completely irrelevant to your business or your interests? Those go in the trash right? (We call that Stealth Unsubscribing) Write content that resonates with the interests of your target persona.
- Be Brief – Rather than have a laundry list of things to discuss, make it simple, direct and brief. Add too much and it reduces engagement.
- Make Clear Calls to Action – Clearly ask for the click, the sale, the download, etc. Whatever your metric, make it clear.
- Limit Your Linking – A few links are good to drive traffic to your website. Add too many links and you become confusing. Which is the most important? If there is really ONE objective, why do you have 20 links? This is just another scattershot approach.
- Be DMARC Compliant – DMARC compliance allows you to demonstrate clear ownership of your emails and provides a level of trust for recipients. Inbox Providers are increasingly wary of non-compliant email and favoring compliance. To have the best chance to make the Inbox, your email must be DMARC compliant.
Why do “soft” factors matter as much as technology?
Relevance keeps the recipient from ignoring your email, marking you as spam, deleting your email without reading it or unsubscribing. Inbox Providers are now factoring in behavior across their inboxes for future email delivery decisions. A boring, irrelevant email might just be the last one that makes the inbox.
How can MxToolbox Help?
We provide free tools and paid to help you with email delivery. Most people start with our free Blacklist lookup tool to see if their sending domain or IP addresses are on a blacklist. While Blacklisting can prevent your email from making it to the inbox, it is no longer the most important factor. Two other tools have become important to Inbox Placement.
To make the inbox, not only do your marketing campaigns need to be DMARC compliant, but all your email must be DMARC compliant regardless of source or volume. To achieve DMARC compliance for your email domain, you need a solid DMARC Reporting tool, like MxToolbox Delivery Center, and regular monitoring and management of your DMARC compliance.
Inbox Placement Analysis
Our Inbox Placement feature allows you to send a test email or campaign to us. We determine if the email will make the inbox at major Inbox Providers like Google, Yahoo! and Outlook.com/Office365. We also analyze important technology and soft factors like:
- DMARC Compliance
- Broken or copious links
- Broken or too many images
- Spammy verbiage
- Other indicators of spam
Fortunately, Inbox Placement is a feature of all Delivery Center plans, so you can test your marketing emails and improve your DMARC compliance all in one place.
Does DMARC and email deliverability seem too complicated?
MxToolbox Experts are here with a Managed Services approach to your email configuration issues.